CHAPTER 2

Marketing as a Science

The word “science” can evoke an odd assortment of sensory fantasies in our minds—eccentric-looking individuals draped in white lab coats craning their necks over powerful microscopes or crouched over odd, diabolical-looking pieces of equipment, fiddling with dials and switches that emit strange crackling and buzzing sounds. A slight antiseptic smell wafts through the air. Chalk boards (yep, that shows our ages) marked with inscrutable mathematical equations hang silently from the walls. Yet we also realize that science gives birth to various applied disciplines of technology that infuse our lives with miraculous medicines, time-saving machines, and some really cool gadgets such as a new triathlon-watch with GPS, ...

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